Dive Brief:
- WPP’s programmatic group Xaxis intends to acquire Triad Retail Media, a digital retail media advertising firm, according to a company release.
- The deal would combine Triad’s ad placement and e-commerce tech on retail desktop and mobile sites with Xaxis’ programmatic ad exchanges, and would incorporate WPP’s global client base.
- After approval, Triad is expected to continue to operate as a standalone brand under its own leadership.
Dive Insight:
The potential deal is indicative of marketers wanting to buy ads programmatically in new marketplaces, in this instance on retail and e-commerce sites reaching an audience already engaged with online shopping. The acquisition also demonstrates how major agencies like WPP are embracing a new, more tech-driven role — a necessary evolution now that many brands are moving digital marketing operations in-house or to third parties as their AORs prove sluggish to adapt.
Access to WWP's massive international client base could also be a huge boon for a comparatively small group like Triad.
“Triad has played a pioneering role in the development of digital retail media as a compelling ad channel where both retailers and brands are aligned in delivering a positive experience that drives shopper response,” said Brian Gleason, Global CEO of Xaxis, in the release. “Today’s acquisition brings Xaxis into an exciting new category, further extending the reach of our audience platform to interact with shoppers.”
Triad CEO Roger Berdusco further noted that the deal bringing his company, Xaxis and WPP together will improve all three organizations, and given how big the digital retail media space is currently — tapping into a $1.5 trillion e-commerce industry — he might not be wrong.
